TINA TANG

Digital Communications

• Structure and implement social posting plans with on-brand images and copywriting as well as social campaigns, and lucky draws to increase reach, engagement and community growth
• Ideate and create social content reactively based on community insights, social trends and customer needs
• Identify new social media trends, utilize data and analytics to improve social channel performance
• Manage social communities to build brand loyalty
• Worked with external agency Dragon Trail on paid boosting to new audiences
• Work closely with CRM Manager to craft localised emails on Klaviyo to drive brand awareness and online conversions
• Cultivate and maintain relationships with global affiliates to generate online traffic to websites

E-commerce & Performance Marketing

• Utilise Google Analytics to identify user patterns and adjust strategy to maximise traffic, engagement and revenue
• Track sales activities on Shopify, analyze information, identify issues and provide solutions to issues
• Review website translations for SEO optimisation, improving Google rankings on specific keywords
• Managed external agency China Lite on Tmall (Chinese E-commerce channel) operations and regularly update targeted messages across platform

Website and Content Management

• Lead on daily operation of WeChat Mini-Program (Chinese E-commerce channel)
• Work closely with E-commerce team to optimise and update content on Strathberry sites
• Optimize on-site search and cross/up-sell of products on sites
• Proofread all product descriptions and site copy in Chinese

PR & Brand Marketing Support

• Formulate monthly themes on master marketing calendar with wider marketing team
• Trained and manage PR & Customer Service Assistant to support PR activities
• Connect with key press titles to build campaign reach
  Manage external PR agent to execute PR & Marketing activities across Greater China
• Utilise Lefty and LaunchMetrics to monitor and track performance across multiple PR activities, including organic and paid gifting activities, press pitches, etc.

Market Research & Analysis

• Assist in conducting customer survey with current/prospective customers, analysing and interpreting customer segment data to identify market patterns and opportunities
• Regularly meet and liaise with management team to identify trends and future research project priorities

Occasional Support of CS

• Provide support at showroom and engage with walk-in customers to drive retail sales
• Handle online customer enquiries from Chinese customers

PR & Brand Marketing Support

• Formulated monthly themes with Head of APAC on master marketing calendar
• Managed PR sampling, gifting, stock logistics and reporting
• Liaised with media and local agencies, and managed press event logistics

Customer Servicing

• Handled requests with friendly, knowledgeable service and support, continually achieving positive customer feedback.
• Recorded and processed customer data accurately.
• Liaised between customers and internal departments to address and resolve customer service concerns.

• Created Facebook content and online articles
• Supported creative team to develop taglines, advertisement copy, pitching concepts, etc.
• Translated advertising material from Chinese to English, or vice versa, and technical documents, employing industry expertise to convey complex information clearly and effectively
• Successfully translated over 10 projects, completing ahead of agreed deadlines
• Clients: Canon, MTR, Macau LRT, OUHK, HKSTP, HKSAR Government (CFS), etc.

• Developed digital marketing plans with vendors for content marketing on social media platforms, e.g. Facebook, WeChat, Gter, etc.
• Handled daily enquiries from current/prospective students
• Co-ordinated and assisted with execution of programme events and academic activities
• Compiled biannual reports for programme review meetings
• Managed payments to third-party vendors with internal departments

• Produced stories covering lifestyle, culture and travel for traditional and digital platforms, maximising visibility
• Evaluated and followed up on news leads and tips, developing story ideas for trending topics with smooth storytelling plans and shooting schedules
• Created compelling pieces for online publication, coordinating images and video production for optimised presentation

• Brainstormed ideas with clients and stakeholders to maximise project potential
• Created content on social channels, e.g. Facebook, Instagram, WeChat, Weibo, etc.
• Worked on Facebook Ads placement and generated SEO reports with data analysis on a monthly basis
• Clients: Sheraton Grand Macao, Apivita, Hung Fook Tong, etc.

• Supported to deliver tailored strategies based on international insights
• Networked with media and press titles to build campaign reach and earn significant coverage
• Worked on press clipping and post-reports for Australian Government campaigns
• Conducted market research for devloping campaigns 'Smartraveller', 'Australia's biggest mooncake', etc.